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Sun King Brewery Case Competition
- 1. SUN KING BREWERY SOCIAL MEDIA REVAMP
- 2. Content Mix Marketing Opportunities Plan of Action Brand Voice Agenda Social Media Analysis1 2 3 4 5
- 3. Sun King Success Brand Image Unique Community Influencer Marketing “Mom-asté” Day Hero, Hub, Help Critical Response Plan
- 4. Social Media Strengths ● Actively uses social media to promote events ● Generate positive Yelp and Facebook reviews ● Engaging content with a healthy mix of video, pictures and event information on all social media accounts ● Attracting loyal visitors from the Indianapolis area, and the greater surrounding area ● Popular trends and community building ● Showcasing employees ● Using hashtags ANALYSIS
- 5. After a full scale social media audit, ○ Current employee engagement and consumer engagement does not do well ○ The descriptions/bios in all the social media channels vary. A new mission statement may help to unite the brand identity throughout social media ○ Content Mix ○ Three Floyds excels in event building, this is something you can capitalize on ocial Media Weaknesses Social Media Mission Statement/Bio Sun King Brewing Company is an Indianapolis- based Craft Brewery with a focus on continually crafting traditional seasonals and unique specialty beers. Sun King Brewery is Indianapolis' Home for Craft Beer. Our beers can be found On Tap or in Cans in Indiana, Illinois, Kentucky, Ohio, and Florida. 🍺 Sun King Brewing calls Indiana home to bring you traditional, seasonals and unique speciality beers. Must be 21+ to follow. #sunkingbrewery The official YouTube channel of Sun King Brewing Co. Sun King Brewing Company is an Indianapolis-based craft brewery with a focus on continually creating traditional seasonal and unique specialty beer. Sun King rolled our first keg of beer out of the door in July 2009 and since that time has grown into one of Indiana’s largest and most award-winning breweries, with multiple medals at the Great American Beer Festival® and the World Beer Cup®. We are a brewer-owned and operated craft brewery with a focus on traditional seasonal and unique specialty beers. Sun King is the first full-scale production brewery in Indianapolis ANALYSIS
- 6. What Consumers Think of Sun King ANALYSIS
- 7. Facebook Audience Research Majority of Sun King followers had these in common: ● College grad ● Married ● Top 25-50% income ● Frequent travelers ● Interest in photography ● Pet owners Market Size for Sun King Brewing: 37,900 Key Findings: 64.7% of females interested in Sun King reported also being interested in Yoga. ANALYSIS
- 8. SUN KING BRAND VOICE
- 9. Optimizing Sun King’s Brand Mission Current: Sun King Brewing strives for excellence from our beer and our people. Example: Sun King Brewing achieves excellence by connecting with our beer community through social engagement, Indianapolis pride, and superior craft brews. Brand Slogan/Identity: Beer & Community. Together. BRAND VOICE We propose that Sun King reinforce brand image and identity by unifying it across all social media channels
- 11. Positive Feedback & How to Handle It BRAND VOICE Enjoys Beer Enjoys Brewery Great Service Enjoys Event Giving Shoutout Thank you! I'll let our brewers know! Thank you for coming in and we hope to see you again soon! Thank you for attending our event! We are glad you enjoyed it. To find out about more upcoming events, be sure to join our mailing list! Amazing! We strive to provide the best beer for our customers. Prioritize content you think can add value too. High engagement content and content with images Feedback Response
- 12. ● Dedicate time every day to respond to social media comments, hashtags, and shares. ● Personalize responses to include identifying info from the comment. ● Include an action statement that tells the user what you plan to do with this information, such as, “We will let our bartender, Steven, know you enjoyed his beer suggestion of Weemac.” Negative Feedback & How to Handle It Statement of Problem Reasonable Attack Follow up Attack Barrage Customer is polite or just states problem. Customer uses angry language when talking about problem. You addressed the problem, but they continue to post negatively. Hate comments or overwhelming numbers of negative posts. “Thank you for bringing this to our attention…” (what you will do about it) “We’re so sorry you had this experience and we understand your frustration. It is unacceptable for things like this to happen and we will be taking action by…” Ignore or direct message them. More than 5 posts, malicious or otherwise, need to be blocked from the account. COMMUNITYBRAND VOICE
- 13. SUN KING BRAND CONTENT
- 14. Create A Content Mix Regular content that is posted on a consistent basis Hub Helpful content for consumers Help20% 40% 40% BRAND CONTENT Promotes big picture, brand-focused ideas Hero 20% ● Events ● Product Launch ● Deals & Promotion ● Video series ● News ● Brand/Company stories ● Customer content ● Opinions ● How to videos ● Recipes ● Product demonstrations ● Tips ● Beer information
- 15. Hero Content Facebook Instagram Twitter BRAND CONTENT
- 16. Hub Content BRAND CONTENT Facebook Instagram Twitter
- 17. Help Content Implement something like this on IGTV Caption: Our Osiris pale ale goes great with our Goose Sandwich Facebook Instagram Twitter Responding to Questions customers ask BRAND CONTENT
- 18. Add personality by featuring patrons of the Brewery Showcase the different locations of Sun King Tell Sun King’s story and feature the founders Advertise events using images with words overlaid YOGA NIGHT Sun King Mood Board BRAND CONTENT
- 19. Emphasize Corporate Culture Allow the community to connect with Sun King employees by featuring them on various platforms. ● Showcase an employee with an Instagram story takeover ● Showcase corporate events when they happen with pictures of the event ● Emphasize employees doing their favorite part of their job ● Relate top management to their employees BRAND CONTENT 470 likes showcasing their employee
- 20. Post User-Generated Content Instagram ● Hold contests or giveaways of merchandise to increase engagement and followers ● Encourage customers to post pictures in Sun King Merchandise (#SundaySunnySwag) Twitter/Facebook ● Retweet ● Share images (with permission) ● Tag customers Re-share user generated content like this BRAND POSITIONINGBRAND CONTENT
- 21. Most Successful Posts BRAND CONTENT
- 22. SUN KING MARKETING OPPORTUNITIES
- 23. Market Opportunity: Yoga Beer ● Create a yoga and community-oriented beer ○ Doubles as promotion for yoga or community-oriented events ○ Unique easy tasting beer that Sun King enthusiasts look forward to at yoga events ○ Promotes higher engagement from yoga lovers: females, couples, pet owners, etc. ● Promote new beer and yoga events through Instagram, Twitter and Facebook ○ Creates congruent structure and meaning to this community-oriented event DIFFERENTIATION
- 24. Mom-asté Beer & the Impact Introducing a light beer that symbolizes health, quality and fitness ● Mom-asté is to be enjoyed and intertwined with Yoga ● Mom-asté invites a younger audience and unites generations DIFFERENTIATION
- 25. Mom-asté Day ● Annual beer release event on June 21st, “International Yoga Day” ● Targeted towards women, family, and those who enjoy great tasting beer, exercise, and serenity through yoga and building a brighter Indianapolis community ● Building brand community through an annual event, which brings word- of-mouth, and an entire social media campaign Hashtags #SaveTheMoms #SunKingYogaDay #Momaste #SunKingNamaste #MomsDrinkBeerToo #YogaMoms DIFFERENTIATION
- 26. College Thursdays at Sun King ● 60% of Instagram users are between the ages of 18-29 ● Show the bartender a picture with the Sun King geotag on your Instagram story or Snapchat story to receive any Sun King beer for $2 ○ Every Thursday 8pm-midnight ○ Loss leader strategy ● This will boost awareness of Sun King for millennials specifically, because millennials prefer relying on each other for recommendations when it comes to food and drink Source: https://www.business.com/articles/engaging-millennials-instagram-marketing/ DIFFERENTIATION
- 27. Influencer Marketing Reach out to craft beer influencers in the midwest who have one of the following: ● Larger following than Sun King ● Engagement rate above 5% ● Live locally Types of content: ● Static post with the hashtag sponsored or ad ● Instagram story ● Instagram TV 60% 92% “9 Mind Blowing Influencer Marketing Statistics You Did Not Know About.” Influencer Marketing Hub, 18 Feb. 2019, influencermarketinghub.com/9-mind- blowing-influencer-marketing-statistics/. Of Influencers Of Marketers Percentages that chose Instagram as best influencer platform DIFFERENTIATION
- 28. Participate in an yoga event Beer & Yoga Influencers 23.2k@agirlratesbeer Rate beer on Instagram story or post a picture with the beer 46.6k@drinkingcraft Create an Instagram story going to Sun King event or post static picture 86k@hopsmash Collaborate with or send beers to FollowersInfluencer Ideas @bohobsessed @lisettejohn 5.9k 23.5k DIFFERENTIATION
- 29. PLAN OF ACTION FOR SUN KING
- 30. Social Media Roles & Responsibilities ● Google Analytics ● Content Management System ● Adobe Dreamweaver ● SEO, Google analytics, content management Website Management ● Meltwater ● Hootsuite ● Sprout Social ● Writes captions, creates posts, responds to posts, and runs social media advertising Social Media Manager ● Adobe Creative Suite ● Canva ● Creates event materials, branding guidelines, color scheme, brand logos, and beer can designs Graphic Design ResponsibilitiesRole Tools
- 31. Key Metrics For Success Engagement Rate 2% on FB and Twitter 8% on Instagram Audience Growth Rate 20% User Generated Content about Sun King
- 32. Executive Summary A thorough analysis of Sun King’s social media reveals that they post frequently, but lack a unified brand message and differentiation from the competition. We aim to correct this problem by promoting brand community and creating a unified message across platforms with the strategies we have created within this presentation. To promote brand image, we propose: ● Create a consistent content mix ● Have a response plan ● Align brand mission statements To promote brand community, we propose: ● Influencer Marketing ● Start a yoga-centric beer ● Showcase employees ● Post User Generated Content RESULTS: Attract new customers through brand awareness and strengthen relationships between current customers to increase lifetime buying power.
- 33. Sun King Success Brand Image Unique Community Influencer Marketing “Mom-asté” Day Hero, Hub, Help Critical Response Plan
- 34. THANK YOU!
Editor's Notes
- The two main problems with sun kings social media is that they are lacking differentiation from competition and a consistent brand image throughout their social media platforms. We propose Sun King implement these strategies.
- Start with a social media analysis and identify current strengths and weaknesses Identify what brand image Sun King has and how to unify and reinforce this throughout your platforms Recommend strategies to showcase corporate culture and community involvement Plan a social media schedule that keeps users engaged Measure the success of social media
- Uncovers Untapped Markets
- For a more unified approach How are they perceived on yelp? Or twitter? Or whatever?
- Speaking notes: You don't have a consistent response strategy: so using this response plan will help to resolve and reply to social media comments that are both negative and positive
- Content page
- We want to create a content mix that provides value to your followers. After a 50 post analysis of Sun Kings Twitter account we found that 39 of those posts were hero type content. 78% of the posts are advertisements for events. We went to drastically reduce this to add more value to what consumers are getting from following Sun King on social media
- Incorporate an “employee of the month to portray company culture/personality. Limit “poster type” posts more lifestyle “human-like” posts/stories.
- Content type: After analysis of last 50 instagram posts, pictures with “real people” have more engagement than basic banner flyers Can promote details of deals and events through employees drinking the beer at the event or brewery
- Content type to increase engagement
- After looking at some of the most engaging posts from Sun King Brewery, it is easy to see that the crowd-pleasers revolve around their community efforts and sticking to trends. When you look at 3 Floyd’s most engaging post on Instagram, it is about Dark Lord Day. A day, created by 3 Floyd’s to celebrate the annual release of Dark Lord. Because of the increased engagement seen from this event on social media and thus, more traffic led to their website (ticket purchasing), the next slide will give Sun King the step up to compete with such events. This idea will level the playing field and gather excitement on social media platforms that are outside the realm of community service and trends. These posts for Sun King will be crucial to increased engagment and creating more excitement around the brand on social media.
- You can only get this beer during yoga events, initially.
- cider?
- strengthens brand identity and reaches new market segments
- The two main problems with sun kings social media is that they are lacking differentiation from competition and a consistent brand image throughout their social media platforms. We propose Sun King implement these strategies.